Meet Tôn Nữ Xuân Quyên, Vietnam’s acclaimed “Pen Queen” and the eldest daughter of Tôn Thạnh Nghĩa, the renowned “Button King.” Hailing from a prestigious lineage, Xuân Quyên gained widespread recognition when her pitch alongside her father on Shark Tank went viral, catapulting their revenue by 13 times and elevating their brand’s reputation.
Despite this success, her entrepreneurial journey has been far from smooth. Contrary to assumptions about her being a second-generation heir with a “silver spoon,” Xuân Quyên has faced numerous challenges along the way.
Blending Tradition with Innovation: Saying No to Compromising Identity for Trends
Over the past 2–3 years, Xuân Quyên’s proudest decision has been positioning BLUSAIGON as Vietnam’s premier luxury cultural gifting brand. By merging traditional craftsmanship with a compelling brand narrative and adopting a lean operational philosophy, she ensures the brand’s survival and longevity.
She has standardized BLUSAIGON’s core products by combining Vietnamese pearls, traditional inlay techniques, and modern minimalist design, creating a unique identity that competes with international luxury brands. Xuân Quyên also leverages the brand’s story as a powerful sales and experiential tool. Customers don’t just buy a pen; they acquire a piece of cultural essence. She focuses on niche markets while investing in long-term brand development.
As a result, BLUSAIGON has overcome the challenge of being a Vietnamese luxury brand by delivering consistent quality, service, and storytelling. The brand aims to become a cultural gifting icon in the region and a global player in the luxury pen market.
CEO Tôn Nữ Xuân Quyên shares, “We preserve traditional craftsmanship while embracing global luxury branding, integrating innovation without compromising our identity for fleeting trends.”
In a landscape of constant change, Xuân Quyên defines “sustainable growth” as the intersection of three circles: Customers, Team, and Owners, driven by two rhythms: lean operations for survival and brand-building for longevity. True sustainable growth occurs only when all three elements align within a lean framework, preserving traditional craftsmanship while modernizing through data, AI, and brand discipline.
The CEO also emphasizes the “Repeat & Referral Rate” as a key success metric. In the luxury cultural gifting segment, she believes the customer experience is shaped by the synergy of quality, storytelling, and service.
BLUSAIGON’s team of artisans, with nearly 30 years of experience, ensures the highest quality, having worked with the most demanding markets. However, in a competitive world, storytelling creates a unique emotional connection. “BLUSAIGON doesn’t sell pens; it sells the feeling of owning a piece of cultural excellence,” Xuân Quyên emphasizes.
Amid rapid changes in retail and services, BLUSAIGON is not only focused on product quality but also on digital transformation to enhance operational efficiency and customer experience. The CEO notes that technology, AI, and modern management systems are crucial for long-term growth.
The team has implemented the IPOS system, using integrated software for sales, inventory, bookings, HR, and accounting to improve control and optimize costs. They also use Lark for streamlined communication, automated approvals, and task management, reducing information gaps.
Additionally, AI Agents and data are deployed across departments, from chatbots to automated decision-making, optimizing processes and fostering a digital transformation mindset—a core competency for the new leadership generation.
Leading from the Front in Every Challenge
In a volatile market, Xuân Quyên’s leadership is defined by “Disciplined Empowerment.” She sets clear goals, ensures transparent data, and provides swift feedback, leading with empathy and speed to navigate uncertainties. She always leads from the front, embodying resilience in every situation.
During the Covid-19 pandemic, BLUSAIGON maintained production and supported employees simultaneously. Despite the challenges, the team ensured no one was left behind. Xuân Quyên established new standards for safety, service, and speed, shared daily transparent data, and implemented a “Two-Rhythm Plan”—lean operations for survival and brand-building for longevity.
She shifted the sales focus to online channels and story-driven gifting, standardized delivery and after-sales processes, and ensured timely salaries and social benefits for employees. These efforts maintained team morale and customer service quality. Post-crisis, the team emerged with flexible SOPs, disciplined culture, and gratitude, paving the way for recovery and growth.
Even during the crisis, Xuân Quyên successfully pitched BLUSAIGON on Shark Tank, securing investment from Shark Việt and engaging with venture capital funds—a testament to her unwavering determination.
From 2022 to 2025, BLUSAIGON continued this resilient spirit by expanding its product line, enhancing quality, and promoting Vietnamese inlay craftsmanship. These efforts earned strong customer support, including from prominent clients like VinFuture, the President’s Office, and VinaCapital. This support is reflected in numerous awards, affirming BLUSAIGON’s journey of perseverance.
Xuân Quyên credits her father, Tôn Thạnh Nghĩa, as her greatest leadership influence. She admires his boldness, willingness to learn from failures, and commitment to modernization and technological advancement. “He continuously learns to stay relevant and leaves a legacy in everything he does,” she reflects.
If she had to choose one core value to uphold in all circumstances, it would be trust. “Integrity with customers, partners, team, and oneself is essential for long-term success,” she states, emphasizing consistency in quality, service, and storytelling without compromising for short-term trends.
Facing high-risk opportunities, Xuân Quyên relies on gratitude as her guiding principle. She is thankful for her customers’ trust, partners’ support, and team’s efforts. “Putting gratitude before profit helps me make the right choices. My non-negotiable boundary is integrity—with customers, partners, team, and myself,” she asserts.
Xuân Quyên envisions BLUSAIGON as Vietnam’s luxury cultural gifting icon, naturally present in the pockets of global executives. “I want owners to proudly say, ‘This is a product from Vietnam,’” she concludes.
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